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Inspirational Women: Doe Deere
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Following her footsteps - Doe Deere's Mini CV


Doe's Mini CV

– Moved to New York from Russia, after just graduating from high school.

- Launches DIY fashion label under the name Lime Crime (lime being Doe’s favorite color).

Late 2004/2005 - Doe is the first person to offer free make-up tutorials on her website, which becomes Lime Crime’s trademark

2008 - is born, a makeup/fashion/lifestyle blog. Doe begins ground work for Lime Crime Makeup.

2009 - is launched, offering a 20+ range of bright eyeshadows exclusively through the website (most vegan-safe).

October 2009 - Lime Crime Opaque Lipsticks hit the market. 272 units are sold within the first 24 hours. The brand gets recognition from Nylon, MTV Buzzworthy, Daily Candy and Teen Vogue, as well as shout-outs from high-profilers like Isaac Mizrahi and Kat Deeley.

November 2009 - Doe makes acquaintance with Poppy King, an Australian entrepreneur and helps Lime Crime on the path to retail. Poppy introduces the brand to to Space NK

March 2009 - Lime Crime donates a percentage of proceeds to Bideawee, the nation's oldest no-kill animal shelter.

April 2010 - Lime Crime's range of 10 intensely-pigmented lipsticks launches at SpaceNK throughout UK and USA. The first run is sold through within 3 days. SpaceNK is the first physical retailer to carry the brand.


Alison Taylor
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